Google's Daily Double

Google's Daily Double 

So there seems to be quite a few people who are upset by Google's change in daily spending limits. The truth is, Google is a business and they know their position in the marketing/advertising world is one of necessity. With that understanding they will make changes that are beneficial for their bottom line. The great thing about Google is they really do seem to care about their advertisers. This move to the Daily Double budget approach can be beneficial to Google and to advertisers/agencies. 

Getting All Them Keywords 

It is never a good thing when Google tries to take more control away from advertisers. Of course, with this budget change, they haven't necessarily taken away control. Account/campaign control is the most important part of Google AdWords. Advertisers should want as much power as possible. This is why accounts should be set up wide open on the front end. This means that any and all searches that match your keyword targeting will have a chance to show an ad. Look at it like this, from a front end targeting perspective, go after any and every keyword match that you have in your account. Do not use enhanced anything, this only gives Google more control to spend your money as they see fit. Also, only use the accelerated delivery method. Otherwise, Google will decide what, when and where to show your ads.  A good way to know how Google is limiting your account is by using the search impression share metrics found in the competitive metrics column options. This metric shows you what percentage of searches your ad was displayed against how many your ads were eligible for. 

Pull Back The Reigns 

Once your campaigns are going after anything and everything that your keywords allow for, use the tools that Google has given you to pull in the reigns. Make sure to empathetically target with your keywords and hone in on search intent with things like negatives, geo-targeting, bid modifications, etc... Once these are in place, ad spend will be limited based on the search volume your keywords are eligible for. I know what you are going to say, "What if search volume goes up by ten times in a day?" Your accounts should be set up with such intense targeting that your conversion rates and ROI percentages stay the same. If your clients can't take on the increase in sales and or leads then I guess you might have a different set of problems. 

Don't Agonize, Optimize! 

Every time Google makes a change there will be negative conversation surrounding the change. The best thing to do is make sure you know the AdWords platform inwards and out so that you can better serve your clients' accounts no matter what. Google wants to make money so they are not going to hand cuff their customers to the degree that success is not possible. Make sure your accounts are in the hands of professionals who focus on your business goals, KPI's and ROI goals. You know, like those guys over at Paid Peace...